Even today you can look through almost any consumer or professional publication and find headlines that possess not a single one of the necessary qualities, such as self-interest, news, or curiosity.

Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.

What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.

Don't underestimate the value of beginning a headline by naming the people you want to reach.

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

Every time a congressman or pundit says its 'class warfare' to increase taxes on the wealthy, it's a massive lie.

The hog that ploughs not, not obeys thy call, Lives on the labours of this lord of all.

The problem - when you cast your net that wide - is you inevitably catch something you don't want to catch.

God does nothing except in response to believing prayer.

It's hard to imagine a place like that really exists. People have been judging me my whole life.

A Christian is never in a state of completion but always in a process of becoming.

Sometimes...I just want to run away from it all

It is for all Men that come into the World once to Die, and after Death the Judgment; and since Death is a Debt that all of us must pay, it is but a matter of small moment what way it be done.

Law is vulnerable to the winds of intellectual or moral fashion, which it then validates as the commands of our most basic concept

When you have stopped learning you have begun to die.